ATLANTA--(BUSINESS WIRE)--Dogs doing a happy dance…ice cube slingshots…cats in boxes. They’re just
three of dozens of new experiences that come to life in “The AHH
Effect,” a new digital campaign from Coca-Cola, which kicks off today.

“The AHH Effect” is that multidimensional feeling of happiness,
satisfaction and delicious refreshment one experiences after drinking an
ice-cold Coke. It’s been described as the sound a smile would make if
smiles made sounds, and it’s the centerpiece of a new teen-focused
program from Coca-Cola. Bringing to life 61 dimensions of “AHH” through
a range of digital experiences, from games and films to GIFs, the
program showcases all of the qualities of Coke and positions the
beverage as the ultimate refresher.

The campaign’s 61 URLs are each home to an original experience.
Beginning with www.ahh.com,
each subsequent site includes one more “H” in its URL until reaching the
maximum possible amount.

Seventeen experiences go live today, all featuring a teen-worthy moment
of randomness, creativity and delight that’s best experienced from
teen’s favorite gadgets - their mobile devices. The remaining forty-four
experiences will be populated throughout the life of the campaign,
approximately 25 of which are designated for user-generated content.
Coca-Cola is awarding those URLs to teens who submit their own creative
interpretations of what AHH means to them. While the user-generated
experiences will remain consistent, the other AHH experiences will be
regularly optimized to deliver new and refreshed content throughout the
multi-year program.

“Digital, social & mobile are re-writing the rules of marketing. We can
no longer have one-way brand to fan communications -- instead the brand
must facilitate true fan experiences to drive engagement,” said Pio
Schunker, senior vice president of integrated marketing communications,
Coca-Cola North America Group. “This campaign is the next step in our
evolution of Coca-Cola’s marketing innovation. The notion erupted in
2012 when the iconic Coke Polar Bears watched the Big Game with millions
of fans from their arctic living room, then millions more logged on to
help 'Gamify' the Big Game with the Showgirls, Badlanders and Cowboys
earlier this year. Now, we hope the AHH Effect will reach a new
generation of Coca-Cola fans using the right content in just the right
digital context.”

The experiences offered on every AHH website will engage teens through
the kinds of content they find most compelling. The challenging “Guide
the Bubble” game asks teens to navigate a bubble away from rapidly
falling ice cubes and straws in a glass filled with refreshing Coke.
There’s also the upbeat “Happy
Dance,” featuring several vignettes of characters, both human and
animal, doing funny dance moves to various high-energy musical tracks.

Some experiences take the shape of light-hearted games, but the overall
goal of the program is to remind teens of all Coke has to offer,
starting with great taste. “Ice
Toss,” for instance, challenges users to launch ice cubes into a
moving cup of Coke to keep the beverage at a perfect, icy-cold 37
degrees – the ideal temperature for ensuring maximum AHH effect.

“The AHH Effect campaign is an unconventional and bold step for the
brand to connect with teens. Through these experiences, we’re hoping to
create the kind of unique digital journey of discovery that today’s
teens crave,” said Andy McMillin, vice president, Coca-Cola Trademark,
Coca-Cola North America Group. “Based on our research, we know that
teens are harder to reach than ever before. With The AHH Effect, we’re
interacting with teens, and entertaining them through their own
language. The experiences celebrate Coke as the ultimate refresher and
remind teens what makes it so special, from the energy and great taste
it offers to the optimism and uplift it provides.”

Coca-Cola is partnering with some of teens’ favorite online destinations
to drive engagement in the campaign. Alloy Digital, Break Media, Vevo
and Smosh each will be featured in “The AHH Effect” sites. The Company
also has designed specific experiences in association with customer
partners, including “Slurpee®Sucker” and “Can
Cans” with 7-Eleven, Inc., “Fry Choir” with McDonalds and “Mobile AHH
Giver” with Target.

The brand also is jump-starting submission for the 25 user-generated
websites by connecting directly with creative teens. From students at
design schools to members of creative communities focusing on music and
gaming, the brand is actively encouraging teens to share how Coke makes
them feel for the chance to own their own AHH.

Paid media and Coca-Cola behind-the-label content featuring “AHH”
moments driving fans to various “AHH” URLs will begin appearing online
and in stores on 20 oz. and 16 oz. products at the beginning of May.

Coca-Cola worked with Wieden+Kennedy in Portland, Ore., to create the
campaign.

About The Coca-Cola Company

The Coca-Cola Company (NYSE: KO) is the world's largest beverage
company, refreshing consumers with more than 500 sparkling and still
brands. Led by Coca-Cola, the world's most valuable brand, our Company's
portfolio features 16 billion-dollar brands including Diet Coke, Fanta,
Sprite, Coca-Cola Zero, vitaminwater, Powerade, Minute Maid, Simply,
Georgia and Del Valle. Globally, we are the No. 1 provider of sparkling
beverages, ready-to-drink coffees, and juices and juice drinks. Through
the world's largest beverage distribution system, consumers in more than
200 countries enjoy our beverages at a rate of more than 1.8 billion
servings a day. With an enduring commitment to building sustainable
communities, our Company is focused on initiatives that reduce our
environmental footprint, support active, healthy living, create a safe,
inclusive work environment for our associates, and enhance the economic
development of the communities where we operate. Together with our
bottling partners, we rank among the world's top 10 private employers
with more than 700,000 system associates. For more information, visit
Coca-Cola Journeyat www.coca-colacompany.com,
follow us on Twitter at twitter.com/CocaColaCo or check out our blog,
Coca-Cola Unbottled, at www.coca-colablog.com.